In Malaysia, KFC is king of the hill when it comes to market share due to the sheer popularity of fried chicken. However McDonalds, still holds a commendable size due to their strength in burgers. The only way to expand for KFC was to take McDonald’s head on in the burger segment. It’s been difficult for KFC to get Millennials to try their burgers with McDonald's dominating brand love. With the launch of KFC’s Hot and Cheezy burger, we wanted to change that.

The campaign objective was primarily 'burger sales', there were also secondary ‘brand objectives’:

• Launch the KFC Hot and Cheezy burger successfully by meeting sales targets and outperforming the last two seasonal burgers. KFC was very ambitious with Hot and Cheezy. If they managed to hit their sales target, they would essentially grow market share in the burger category.

• Increase store visits

• Increase top-of-mind recall amongst millenials

Using data supplied by Google, we create about 10-20 micro videos a week to mirror the top 25 trending videos across 10 categories on YouTube. Over 100 videos were created!

We leveraged on the most popular trending video searches like Adele’s Hello, Lee Chong Wei playing against Chen Long, dialogues by Southern Indian star Rajinikanth, cute cat videos, and more.

On Facebook, Hot & Cheezy also personally responded with cheesy lines to fans who had nice things to say about the burger on the KFC page.

Hot & Cheezy also appeared on Tinder. Matches led to a ‘date’ where big interactive screens allowed the public to chat live with our burger.